投資者對銀行理財績效與服務品質之研究－以T銀行為例

A Study of the Financial Performance and Service Quality－Case Study of T Bank

吳淑鈴(Shu-ling Wu)

指導教授 ： 邱國欽

朝陽科技大學/管理學院/財務金融系/碩士(2012年)

摘要

現今金融機構銀行業在政府政策開放下，演變成非常競爭之行業，銀行欲在此競爭環境佔有一席之地，必須提供優質的服務品質及創造理財績效高回報來穩固客源。然而，金融市場總是充滿各項風險及不確定性，投資者想在此金融環境中獲得報酬，往往會諮詢銀行理財專員的建議，故銀行理財專員的能力與否及服務態度，成為投資者考量選擇銀行承作理財規劃的重要一環。本研究旨在探討銀行投資理財績效與服務品質，透過研究分析了解投資者想法，進而提升銀行理財績效與服務品質，增加銀行之競爭力。
本研究以T銀行之往來理財投資客戶為樣本來源，本文以推論統計方法，建立兩個邏輯斯迴歸模式，探討投資者對T銀行理財績效投資獲利滿意與否及介紹親友來開戶的意願，其判別正確率分別為77.7%及83.7%。另外，對投資者的觀感及需求設計與銀行理財績效及服務品質相關的20個題項之問卷，採用嚴謹又簡明易懂的績效評估矩陣方法與增列管制界限，試圖找出影響T銀行的異常要素，結果對T銀行有6個問題的要素是需要進一步改善。本研究將此6個需改善題項提供給T銀行，藉由其內部討論出改善策略並執行，以提高T銀行經營績效及競爭能力。

關鍵字

服務品質 ； 基金 ； 管制界限 ； 績效評估矩陣 ； 邏輯斯迴歸分析

並列摘要

Under the government policies opening, nowadays financial institutions / banking have developed a very competing industry. If banking wants to get a place of its own in the competitive environments, it must offer high-quality service and creates the high returns of the financial performance for keeping sourcing of customers. However, there are a lot of risks and uncertainty in financial market. If investors expect some reward from financial market, they often ask their financial consultants and get suggestions from them. Therefore, consultants’ ability and service attitude are the key points which investors’ choose. The purpose of our research is to discuss finance and investment performance and service quality in banking, and then upgrade them to increase competence by analyzing and comprehending investors’ opinions.

The object of study is the financial investors who bank with bank T. In this thesis, we use inferential statistical methods to set up two “Logistic Regression” modes, and discussed that the investors are satisfied or not with profits of the financial performance investment from bank T and if they want introduce family and friends to open their accounts in bank T. The accuracy rates are 77.7% and 87.7%. Additionally, we design a questionnaire with 20 choices about investor’s think and observations, requirements of design and financial performance of bank, service quality and so on.. We try to find out the unusual effects on bank T, using exact but easily understandable “Performance evaluation matrix” and adding “Control limits”. Finally, we find out six problems from bank T and also will provide them to help bank T raise up the business performance and competence.

並列關鍵字

service quality ； fund ； control limits ； logistic regression analysis ； performance evaluation matrix

參考文獻

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